Brand storytelling isn't a new concept, but with the explosion
of social media, the opportunities to tell stories as part brand marketing
initiatives have become a strategic priority. Marketers have been telling brand
stories for years through advertising, in-person brand experiences, and more,
but the art of writing those brand stories as effective pieces of online
content is a challenge that few are trained to do.
of social media, the opportunities to tell stories as part brand marketing
initiatives have become a strategic priority. Marketers have been telling brand
stories for years through advertising, in-person brand experiences, and more,
but the art of writing those brand stories as effective pieces of online
content is a challenge that few are trained to do.
Today, the strongest marketing team will have room for new
roles like the data architect and the brand creative content director. While
the former position focuses on all that big data has to offer, the latter
focuses on increasing consumer emotional involvement in the brand through
social media and content marketing stories as well as on weaving the brand
storyline into offline brand experiences and marketing initiatives.
roles like the data architect and the brand creative content director. While
the former position focuses on all that big data has to offer, the latter
focuses on increasing consumer emotional involvement in the brand through
social media and content marketing stories as well as on weaving the brand
storyline into offline brand experiences and marketing initiatives.
Stories matter in marketing because great stories create powerful
connections between the audience, the characters within the stories and the
storyteller. When you can develop an emotional connection between consumers and
your brand, your brand's power will grow exponentially. Brand storytelling requires
creativity and an understanding of fiction writing fundamentals. It's different
from standard copywriting, because brand stories shouldn't be self-promotional.
Instead, you're indirectly selling your brand when you're telling brand
stories.
connections between the audience, the characters within the stories and the
storyteller. When you can develop an emotional connection between consumers and
your brand, your brand's power will grow exponentially. Brand storytelling requires
creativity and an understanding of fiction writing fundamentals. It's different
from standard copywriting, because brand stories shouldn't be self-promotional.
Instead, you're indirectly selling your brand when you're telling brand
stories.
Here are key factors, according to Forbes,
to focus on as you begin to create stories for your brand:
to focus on as you begin to create stories for your brand:
Show Don't Tell. The
first thing fiction writers learn when they step into a writing class is the
importance of showing the audience what is happening rather than
telling them. Nonprofit organizations are great examples of showing rather
than telling in brand stories. For example, rather than simply telling
consumers there are people or animals in need, they show by using emotional and
descriptive language. Remember the Sarah Mclachlan SPCA commercials? It's impossible
to listen to watch those ads without feeling something powerful.
first thing fiction writers learn when they step into a writing class is the
importance of showing the audience what is happening rather than
telling them. Nonprofit organizations are great examples of showing rather
than telling in brand stories. For example, rather than simply telling
consumers there are people or animals in need, they show by using emotional and
descriptive language. Remember the Sarah Mclachlan SPCA commercials? It's impossible
to listen to watch those ads without feeling something powerful.
Create Characters
People Care About. Many brand stories feature brand mascots as the primary
characters, but you don't have to create brand characters like the Geico gecko
or Flo from Progressive. You can use your audience's buyer personas as characters
to drive a deeper relationship with your brand. When your target audience can
relate to your consumers, their emotional connection to your brand grows
organically. For example, The Google Chrome ads use buyer personas as
brand story characters ' there is likely one ad that features a character you
can relate to.
People Care About. Many brand stories feature brand mascots as the primary
characters, but you don't have to create brand characters like the Geico gecko
or Flo from Progressive. You can use your audience's buyer personas as characters
to drive a deeper relationship with your brand. When your target audience can
relate to your consumers, their emotional connection to your brand grows
organically. For example, The Google Chrome ads use buyer personas as
brand story characters ' there is likely one ad that features a character you
can relate to.
Understand the
Complete Story Arc. Your brand stories shouldn't be short stories. They
should be part of a long-term story. So, create obstacles for your characters
that your target audience can identify with, and motivate your audience to root
for your characters as they get through obstacles. If you tell the complete
story in one shot, you lose the opportunity to build a relationship with your
audience. Dos Equis does a fantastic job in not only creating a great back
story for its brand character but also in keeping its audience hanging.
Complete Story Arc. Your brand stories shouldn't be short stories. They
should be part of a long-term story. So, create obstacles for your characters
that your target audience can identify with, and motivate your audience to root
for your characters as they get through obstacles. If you tell the complete
story in one shot, you lose the opportunity to build a relationship with your
audience. Dos Equis does a fantastic job in not only creating a great back
story for its brand character but also in keeping its audience hanging.
Stay Consistent with
Your Brand Promise. Confusion is the number one brand killer, so make sure
your brand stories are always consistent with your brand promise. If your
target audience doesn't understand how your story relates to their perceptions
of your brand and their expectations for it, they'll turn away from your brand
in search of another. Red Bull provides consistency in brand storytelling as
the Red Bull brand image is one of adventure, extreme sports, and freedom. From
its World of Red Bull commercial series to Felix Baumgartner's
128,100 foot space jump, it elicits emotions in its audience through brand
stories, drives emotional connections, and reinforces the relationship with its
audience.
Your Brand Promise. Confusion is the number one brand killer, so make sure
your brand stories are always consistent with your brand promise. If your
target audience doesn't understand how your story relates to their perceptions
of your brand and their expectations for it, they'll turn away from your brand
in search of another. Red Bull provides consistency in brand storytelling as
the Red Bull brand image is one of adventure, extreme sports, and freedom. From
its World of Red Bull commercial series to Felix Baumgartner's
128,100 foot space jump, it elicits emotions in its audience through brand
stories, drives emotional connections, and reinforces the relationship with its
audience.
